“Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.”
A number of factors are promoting the attractiveness of direct marketing. The main factors are:
Availability of consumer credit cards,
Availability of professional agencies,
Competitive Pressures, Rising Media Costs, and Market Fragmentation,
Increasing family incomes, including dual-income families,
For successful implementation of direct marketing, marketers must establish objectives, specify target market, choice of strategies, and set evaluation criteria.